2007

Review: ‘The New Rules of PR’ by David Meerman Scott

Sunday, April 1st, 2007 | View on own page?

This e-book has enjoyed massive online success – a staggering 150,000 downloads in just 12 months – and is scheduled to expand into hardcover in June this year.

So what’s all the fuss about?

Well, its key contention is that companies should reinvent the humble press release – the traditional route to get the media to write about your business – as a direct marketing tool, capable of driving millions of internet-savvy people direct to your products and services through search engines and RSS feeds.

According to the author: ‘Self-publishing Web-style has moved into the mainstream and organizations large and small are doing the publishing via press releases.’ If you’re already placing yours on your website to reach interested readers then you’ve partially embraced this new vision already.

But there’s more to it – you need to broaden the scope of what you issue press releases about, include keyword-rich copy, consider distribution through a press release wire (like Response Source) and create links in the release to more specific content on your website.

In many ways what the ‘New Rules of PR’ preaches is an extension to the online marketing activity that many businesses are already engaged in. But old habits sometimes die hard and it often takes the informed perspective of a David Meerman Scott to open our eyes to ways of revitalising old strategies with fresh thinking. A challenging read.

You can download ‘The New Rules of PR’ here.

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Case studies – Capturing the real difference you made

Sunday, April 1st, 2007 | View on own page?

It doesn’t get much better than when customers say nice things about you and the work you’ve done for them. After all, here’s a third party who’s tried your product or service, liked the experience and is prepared to say so on the record.

The commercial weight of that endorsement is huge particularly as a new business getter. Fresh prospects are always interested in reading how others have managed problems they may also be facing.

The power of client endorsement is best realised in a case study which you can use in your marketing materials and on your website. This is where you chart a project from day one, detailing the issue you faced, how you went about it and what the beneficial outcomes were for the customer – all illustrated and supported by your client’s comments and opinions along the way.

This problem-solution-benefits formula works well – with one proviso. Don’t pad out your solutions with a features-heavy, blow-by-blow account of what you actually did. That’s a bit too easy and potentially a little dull.

Innovative thinking

Rather, you should grab readers’ interest by highlighting the contribution that made the real difference to your client’s business.

You may have to think a little more to pin this down. What was the spark that really got things going? Perhaps interviews with staff threw up new challenges that required some innovative thinking, or a walk around the shop floor suggested how your product needed to be adapted to meet a specific need. Wherever that ‘eureka moment’ came from, capturing it will really add value and meaning to your case study.

Think of yourself as an investigator seeking out the best solution for your customer by examining all the evidence, and not just doing what you always do. How you evaluated this evidence to produce worthwhile results should be at the heart of your case study.

Of course doing the usual may sometimes be all that’s required to complete a project satisfactorily and well. But if you want case studies to play their proper part in driving new customers to your door, dig a little deeper to showcase the flexibility of your thinking, the flow of your creativity and the sharpness of your problem-solving capabilities.

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Review: ‘Grammar and punctuation – all you’ll ever need to know’

Thursday, February 1st, 2007 | View on own page?

Do you have nagging doubts about the right use of certain words when writing an email or report? Unsure about the difference between words that look and sound the same, like ‘complementary’ and ‘complimentary’? Then this workbook should be a lifeline.

‘Grammar and Punctuation – All You’ll Ever Need To Know’ is produced by the Word Centre, which champions plain English usage in business through its training and editing services. Designed as an introduction or refresher to the key elements of grammar and punctuation, it covers off all the basic principles in short, accessible chapters.

‘Grammar and Punctuation – All You’ll Ever Need to Know’ is just that. In just 33 pages, the workbook explains the main parts of speech like nouns, verbs and adjectives, defines their use and shows how they fit together. It then looks at practical punctuation.

There are self-test exercises (with answers) to drive points home and a handy discussion on common grammar problems, like the correctness or otherwise of starting sentences with ‘And’. No stuffy attitudes, just sensible conclusions in line with modern usage. Keep this workbook on your desktop and you should be able to bale yourself out of most tight grammatical corners.

‘Grammar and Punctuation – All You’ll Ever Need to Know’ is available from the Word Centre at www.wordcentre.co.uk.

Oh, and the difference between ‘complementary’ and ‘complimentary’? Fish and chips are complementary (they go well together) but a complimentary ticket is free and a complimentary remark nice to receive.

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Is your content turning off customers?

Thursday, February 1st, 2007 | View on own page?

Apparently most customers distrust companies that make mistakes in their written communications, as many as 75% of them according to reports.

Although the error itself may be minor, it’s what it says about that company’s quality controls or care and attention to detail that strikes the wrong note. And if basic spelling and grammar mistakes can have such a negative impact, what about brochure or website content that confuses, buries information customers want out of sight or is otherwise poorly planned or written?

At the very least you risk creating a poor impression of what you do. After all, your customers find out about your business by reading what you say about it. Choose your words carelessly and you’ll turn them off.

The solution lies in paying your words as much attention as you would other production elements of the communications mix, like design and print. Weak grammar can be checked and corrected but ensuring your content actually meets the needs of readers is all about preparation. Plan what you want to say first – don’t wait until an empty website or brochure visual screams for attention.

The key to good copy preparation is the briefing process. This is where you share background and information with whoever’s doing your writing so they have what they need to deliver the words your project requires. Setting your copywriter on the right track early on gives you a better chance of keeping to your delivery schedule too, which should mean a quicker return on your investment.

So what should a good brief cover and how should you manage it?

  • First, you need to identify your audience. Draw a picture of your target customer so your copywriter can see them too. What’s your audience’s knowledge level? What do you want them to do once they’ve read what you’ve written?
  • Content is king. Hand over relevant information like marketing plans, existing company literature, product/service information and any PR output. If it’s too soon for any or all of these to be available, ‘brain dump’ as much background as possible but don’t over-elaborate with unnecessary detail.
  • Stay involved. Make yourself available and keep the dialogue going. Don’t have your copywriter waste chargeable hours second-guessing your intentions because you’re not around to answer queries.
  • Finally, allow enough time. Good copy doesn’t happen in an hour. Information has to be absorbed and – usually – several drafts submitted before the right note is well and truly hit.

Even if you choose to tackle your copy in-house rather than hire an outside professional, talking the project through in this way will focus the writer on your project audience and objectives.

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